Category: Experiential

Hey industry people, this is your chance to roll into the holiday season in Christmas Story style. All happening 5:30 p.m., Thursday, Dec. 17. This is just two weeks from tonight, so get it on your social calendar.

We here at Scream Agency have been:

  • prepping the shoot-your-eye-out targets
  • setting up a classic leg lamp photo station
  • sewing Ralphie costumes
  • hanging paper trees for the forests
  • making a recycled holiday tree out of hundreds of your wine bottles
  • turning up the holiday tunes

There will be kegs, cocktails, Chinese apps, entertainment and trendy creative people (that means you). Be here: Scream Agency, 1501 Wazee St. (on 15th Street between Wazee and Wynkoop), Denver, 80202, phone:303-893-8608.

We double dog dare ya to not show up. What are you waiting for? RSVP now: https://www.facebook.com/events/556407664509133/

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All around the world, teams are gathering this week to prepare for one of the largest creative problem-solving competitions on the globe — Destination Imagination (DI) Global Finals in Knoxville, Tenn. This four-day DI event is the world’s largest celebration of creativity. More than 8,000 of the world’s most innovative minds compete in teams to showcase their challenge solutions, celebrate creativity and have fun. From engineering and robotics, to storytelling and artistic performances, students will present solutions that they’ve created on their own (without the interference or ideas from adults).

Instant Challenge at work.

Instant Challenge at work.

Being a DI team manager for the past five years, I’ve re-learned some of the basic skills of how to put the creative mind to work. How do we let our brains run free? What makes a story sticky? How can we create a solution that is original for a brand? All valuable exercises to push our brains to explore. Whether we’re charged with writing a marketing plan or solving a digital branding challenge, we can apply the basics of DI.

At Scream Agency, we recently gave the DI thinking a whirl. The challenge: to create a kite out of the materials provided and tell a story of what the kite could see from its point of view. Both needed to be created and integrated in 5 minutes or less. We saw aliens from a foreign planet, a hand-drawn tree landscape scene, an original team-created kite made out of straws, string and paperclips and lots of laughter. And, more importantly, we saw teamwork.

 

And we're flying!

And we’re flying!

Curious to learn more? We’d be happy to share some of our creative brainstorming techniques or DI experiences. Just give us a shout.

Congrats to all of the Colorado DI teams who will be competing at Global Finals this week. Wish us luck!

Creativity to Infinity team off to 2015 DI Global Finals.

Creativity to Infinity team off to 2015 DI Global Finals.

This Sunday, March 8 is International Women’s Day (IWD), an important day to celebrate women’s social, economic and political achievements. It calls for greater awareness and change for women’s equality, for more women in senior leadership roles and for growth of women-owned businesses. This year’s theme: #MakeItHappen.

International Women's Day is March 8As the owner and creative director of Scream Agency, a woman-owned agency for 18+ years, I know running a business is no easy task, especially as a woman in the creative field. In honor of IWD, I’d like to celebrate the creative woman and make a quick pledge for change.

The whole idea of change for women’s equality in the creative world came to light when I recently attended a conference called the 3 percent Conference. Thank you Kat Gordon! The 3% Conference is an organization of agencies, brands and individuals committed to increasing female creative leadership. Why the 3%? Because until just a few years ago, ONLY 3% of creative directors were women. How could that be the case? Women control the majority of the consumer spending and social sharing. Women are creative. So why wouldn’t we have more than 3% of women in creative director titles coming up with the creative ideas? We should and we will #MakeItHappen, #IWD2015.

Take the pledge to support a creative woman in 2015. Here’s just one way to provide support: http://www.3percentconf.com.

The SnowSports Industry of America (SIA) attendees are hitting the streets of Denver in no-snow style this year. Attendee alert: If you haven’t boarded your plane yet for Denver, leave the parka behind.

In addition to taking in the sunshine, what will you be doing to be seen and heard while in Denver? Whether you’re attending SIA or another tradeshow, you probably didn’t have time to prepare right? Don’t fret. You can still make the most of your long days, small chit chat and blistering feet.

At the tradeshow:
• Surprise yourself. Go outside your comfort zone and force yourself to look at one new product that you hadn’t really looked at before. Why? Just because you might see something that sparks an idea.

Scream shares how to go bananas at SIA.

Scream shares how to go bananas at SIA.

• Attend a networking or educational event alone. Yes, alone. It’s a great way to force yourself to meet new people. You’ll learn something new from someone. If you’re at SIA (and a woman) looking for an event, attend the OIWC keynote on Friday, Jan. 30. It will be time well spent.

Chalk it up for Guerrilla marketing @SIA.

Chalk it up for Guerrilla marketing @SIA.

• Do something unexpected. Scream presented at SIA about guerrilla marketing. To promote it, we did sidewalk chalk, put bananas around

on drinking fountains and several other things to get people to take notice. You can do the same thing for your brand. Or, call us.

In Denver:
Want to take a client to somewhere different? Or, want to have more of an experience versus just sitting down for food? Here are a few ideas for out-of-towners for SIA.

• See the #AOW2015 Art of Winter exhibits

• Rent a B-cycle and cruise down to Union Station for a coffee, ice cream or beer.

• Go to one of the many fabulous local restaurants such as Work & Class.

If you’re still scratching your head, give us a shout. Scream Agency has been in Denver for 18+ years. We’ve got plenty of creative ideas on how to make life and your brand an experience.

It was 27 years ago on a cold November evening. When I say cold, I mean Minnesota bitter, freeze-your-eyelashes-and-any-facial-hair cold. But we Minnesotans would go out on these cold evenings for one thing (and usually only one thing). To hear music.

Oh to get in row 20 for $17 today.

Oh to get in row 20 for $17 today.

It was U2 at the St. Paul Civic Center at $17 a ticket (on the main floor row 20 mind you) for The Joshua Tree tour. It was unforgettable. It was an experience to be heard. The Joshua Tree went on to top the charts in over 20 countries, and sold in record-breaking numbers. According to Rolling Stone, the album increased the band’s stature “from heroes to superstars” including hit singles “With or Without You”, “I Still Haven’t Found What I’m Looking For” and “Where the Streets Have No Name”. And, these guys are still touring. Talk about creating a brand and delivering an experience that hasn’t stopped for 30 years.
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You might say it’s U2, they can do whatever they want. But, they’re still human. Given Bono’s recent biking accident a few days ago, it shows us all that we will face setbacks. Yet, we can’t give up.

So, what does this have to do with marketing you ask? Good question. Sometimes it’s just good to reflect on a throwback Thursday. To hear what’s around you. To listen to what’s worked and what hasn’t. To realize that even the best brands in the world have to be vocal to be heard. That they need to continue to re-invent themselves in today’s world to be relevant. That we all have to keep getting back up even after a fall. Maybe U2 can learn from U2.

It was 18 years ago when I was looking at my stacks of folded running race t-shirts and wondering what’s next? You know that feeling where you want to do something?

And so it began. The Scream Scram 5K Halloween Run/Walk on Halloweekend eve in Wash Park.

Scream Scram 2014 Monster.

Scream Scram 2014 Monster.

 

The vision? A race that encourages creativity through costumes. A race that inspires a healthy lifestyle that gets people out running and walking. A race that gives back to our local community (Boys & Girls Club of Metro Denver). A race that delivers an unforgettable brand experience including glow-in-the-dark tees, a costume contest with an orange carpet for those on parade and a trick-or-treat street with giveaways sure to please the whole family + furry friends.

Walking the Scream Scram Orange Carpet.

Walking the Scream Scram Orange Carpet.

The good news? It’s not too late to scram this year. Join the Scream Team on Friday, Oct. 17, 2014 at 6 p.m. to kick off your Halloween season with the Scream Scram. Register today.

Even if you’re not a runner, it’s nothing to be afraid of. You can walk and raise money for BGCMD.

Scream Scram Mobile Billboard Lights up the Spooky Finish line.

Scream Scram Mobile Billboard Lights up the Spooky Finish line.

Tomorrow is Bike to Work Day. YAY! For the third year in a row, we here at Scream will be in 100% participation (as we are many days). Don’t thank us. It’s just our little way of saying thanks to Mother Earth.

Warning about tomorrow if you’re a newbie: it does get a little nutty out there. So, we want to thank our friends at Nutcase.

Not only do they make an awesome helmet, they also took their helmet fitting instructions and made it into a re-usable squirrel. Now that’s called leveraging your brand position and making guerrilla marketing come to life. Way to use your noggin Nutcase. My squirrel will be a coffee table piece for many years to come. And when I’m done with it, the recycled cardboard squirrel will be recycled again.

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We hope to see you on the trail.

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Just like there are different types of skis for different levels of skiers, there are different types of Experiential tactics for different brands. And many of the same things factor in when you’re choosing which one that is best for you: budget, risk tolerance, visual stimulation, years of experience, terrain choice, etc. So which Experiential Marketing tactic is the perfect fit for your business? Let’s get you to a fitting.

Wild Postings

Definition: Think of it as a collage of your brand on a random surface. You’ll plaster your brands message, in a print format, on walls of an unused building. Or maybe you’ll post it on a bus stop, restaurant bathroom, or wait for it…inside a ski hut.

Risk Tolerance: Fairly low. Most likely, the worst that will happen is the removal of your fine work.
Budget: Also low. Maybe even the cheapest option of them all.

Ambient

Definition: Think of it as you are there, but you’re not. Your brand is present, but you’re not selling anything. You’re just there to be recognized as a part of something else. For example, you donate branded water bottles to a city marathon.
Risk Tolerance: Low.
Budget: From very low, to very high—it depends on where you are and what you’re doing.

Undercover

Definition: All the cool kids are doing this and you’ve been a victim (at least once). Something becomes viral and then you later find out that a monster corporation is behind it. Sneaky!
Risk Tolerance: Low. That is, if you stay kosher and you don’t offend any large group.
Budget: Depends. Is it an at home video that goes viral? Cheap. Or is it a breakout theatrical performance at a sporting event? Not so cheap.

Presence
Definition: You become of part of the scenery. Your brand is seen day in, day out. Your brand becomes recognizable, as it’s part of the consumer’s life. For example, you build a park piece that is both useful and branded.
Risk Tolerance: On average, pretty low. Most likely, you’ll ask for permission as a permanent or semi-permanent fixture.
Budget: Could be on the higher end. You’ll have to pay to play.

One-on-One
Definition: Think of this as a private party hosted by your brand, created just for that consumer. They’ll interact with you, the party host, one-on-one. And BAM! They’ll have an emotional connection with your brand that they’ll want to share, with everyone.
Risk Tolerance: High-ish. If you are 100% confident in your target audience and you’ve paired them with a product they’re sure to love, you’re set. If not, be afraid, very afraid.
Budget: Smack dab in the middle. To bring this to life, you’ll need to give away various samples of your product.

Grassroots


Definition: Giving your brand fanatics the mic and letting them share your brand’s story. Watch as relationships and connections grow.
Risk Tolerance: High. But only for those that have a hard time giving over the control.
Budget: Low. Really, it’s just simple ‘word of mouth.’
Bottom line? You’ll only know which is the perfect fit, if you’re willing to try them all on.

Want to learn more about Experiential Marketing? Hit us up.

© Copyright 2015 Scream Agency | 303-893-8608 | info@screamagency.com